The ROI of a good copy writer
September 8, 2005 at 6:22 PM
Ok, today WebTrends launched Web Position. Now, I am sure this is a great piece of software that helps you quantify your listings with search engines. However, the problem I am seeing is with the poorly worded content on the site. For example, the site says "optimize your web site's search engine rankings and increase revenue" ...perhaps what they should say is "optimize your web site for better relevancy with search engines?" It's the misuse of tools such as this one that are taking the Web from an information resource tool and turning it into an over-commercialized revenue generator with little regard to the actual users. Whatever happened to quality of users over the quantity of users? That's your ROI right there. My only advice to WebTrends is to stop letting your marketing team write the content, hire a copy writer who has experience with Search Engine Optimization not Search Engine Marketing!
As the Art Director, there are times I am directly responsible for the copy that goes up on our website. I find it hard to balance good, well written copy, with search engine friendly copy. The temptation to just stuff keywords everywhere you can is hard to resist when you're being told "Higher rankings!". But I agree. In my opinion, it's better to have a smaller customer-base who's intelligent enough to realize they've stumbled on quality, over the customer who picked your site because it was the first one to pop up in Google.
I agree Jordan, but the point I was trying to make wasn't even about placement in search engine rankings... it was more to do with the manipulation of content for the benefit of higher traffic. For example, if I had a website that was about, say, tools... things like hammers, screwdrivers, wrenches, etc. Now, I can understand wanting to be the first hit on "tools" and simular search results. What I don't get is trying to be the first ranking on "automobile" or "NASCAR" or "home building" for a site like that. I mean, the business case is there (these people would need tools), but doing so just makes it all that much harder for someone really looking for "home building" information to actually find quality sites related to that topic (opposed to tool sites, for example). This is what I see refered to as SEM, when the previous is more about SEO.
Speaking about business web sites, better relevancy with search engines leads to increased revenue. In fact, proper SEO may decrease traffic and increase revenue in the same time. Wrong SEO may increase traffic (and even relevancy), but decrease revenue in the same time.
Marek, you took the words out of my mouth. This is the very point I was trying to make in my post. You hit the nail on the head.
I see what you're saying. It bugs the heck out of me when I'm tricked into going to a site I believe to be what I'm looking for. That's fairly black-hat though. Won't those sites be tagged as such by the top search engines... eventually?